The word private label has established itself as part of the retail vocabulary over the last couple of years in India. But what exactly does it meanhow has it evolved and what have been the reasons for its growth?

Today, many retailers have their own labels that rub shoulders with well-known national and international brands; in fact some retail companies are known to stock just their own brands. The rise in popularity of private labels lies in the multidimensional benefits that private labels have to offer to different entities in the consumption chain.

At Pantaloons, we were quick to recognize the potential that private labels offered. Since we had evolved from a garment and fabric manufacturing background, we understood the customer requirements and the regional preferences in the field of branded apparel. We were able to develop apparel that addressed different needs of the Indian customer. We began by addressing the existing requirements of the customers and launched our own casual and formal lines.

As a company, we have successfully used the private label strategy to create a niche position as a differentiated and value for money player amongst the retailers in India.

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